Here are five simple steps on how to prepare your key PR tool.
1.DETECT THE RIGHT MEDIA
Firstly, detect all media that cover topics related to your client. Also, try to find a way to incorporate your client’s news into media’s content (a radio/television show or a newspaper column)
2. DETECT THE RIGHT JOURNALIST
Then, look for the authors of the content (show or an article) and try to get their direct contact. If their name doesn’t appear anywhere on the program, try contacting the editorial office, whose number can be found in impressum, and look for the authors. First and foremost, look to get their e-mail address, and only if the journalist/author agrees and gives you his direct contact, you can include it in your media contact lis
3. THINK BEFORE SENDING
Don’t send everything you’ve got to everyone on your media contact list! After you’ve completed your list, think carefully about is the news suitable with the media you are trying to get it published on (e.g., radio, tv, digital or print newspaper), before sending it out. Try to make a selection!
4.FOLLOW UP
After sending your material to the media, contact them to check if they find the news interesting and if there is anything else they need from you– also known as a ‘follow up’! Be careful about your approach -don’t demand anything from journalists! It is up to you to write the best and most engaging text about your client, and up to the journalist to decide whether to air/publish it or not.
5.TREAT THE LIST AS IF IT WERE A ‘HUMAN BEING’
Regularly check for any changes on the media scene and update your media contact list accordingly.
And be always updated with news from Dialog.
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